中華職棒球隊品牌共鳴對球迷特定滿意、累積滿意與再購行為之中介探討

王雅怡(Ya-Yi Wang)

指導教授 ： 程紹同

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2006年)

摘要

球隊認同(team identification)被視為是影響球迷行為的重要關係變項，本研究以Keller(2003)所提之品牌共鳴要素，取代單一面向的探討球隊認同對於球迷行為之解釋，並暸解現場觀賞球迷對球隊之特定滿意、累積滿意於再購行為之解釋，是否受到球隊品牌共鳴之中介影響。本研究於2006年中華職棒大聯盟季賽九月至十月期間，於全台六個球場進行兩階段之問卷調查，總計兩階段之有效問卷為803份。以驗證性因素分析證實Keller提出之品牌共鳴四個測量要素，在球迷與球隊之關係順序為積極投入、情感連結、行為忠誠與共同性，四個要素均在累積滿意與再購行為間產生部分中介效果；再以結構方程模式分析發現，品牌共鳴中介模型適配良好(RMSEA=.05，χ2/df=2.97，GFI=0.98，SRMR=0.034)，其中累積滿意、特定滿意與品牌共鳴對再購行為之直接效果均顯著，而累積滿意、特定滿意透過品牌共鳴對再購行為之間接效果亦顯著，證實品牌共鳴之中介角色。本研究另發現球迷之特定滿意對於再購行為之直接效果較累積滿意之影響為大，顯示球迷因對球隊戰力與球團經營之累積滿意較低而造成在再購行為的影響上，除因品牌共鳴之影響，即仰賴球迷在球賽現場對球賽氣氛、球賽精彩與球場體驗的特定滿意。由此建議中華職棒各球團除在球賽現場創造球迷之滿意外，亦需加強球隊戰力以及球團形象的經營，並致力於球迷關係的維繫，以有效增進球迷再進場觀賞球賽之意願。

關鍵字

球隊品牌共鳴 ； 特定滿意度 ； 累積滿意度 ； 再購行為

並列摘要

Brand resonance is created on Keller’s (2003) consumer-based brand equity. It describes the intense, actively loyal relationship between consumer and the brand. The concept is similar to the team identification, which is considered to be the critical factor affecting intention to fan behavior. This study broadens the understanding of brand relationship in sport by utilizing the confirmatory factor analysis to support four dimensions of brand resonance: behavior loyalty, attitudinal attachment, sense of community and activity engagement. Additionally, the more consumers satisfied with the performance of a product or service, the more intention to repurchase. Cumulative satisfaction is a function of several purchase experiences while transaction-specific satisfaction pertains to a single purchase. This study assessed the team brand resonance play the mediation role between satisfaction and repurchase behavior.
Two-stage survey was used to collect data from 803 spectators in six ballparks during 2006 CPBL season. The confirmatory factor analysis support the four factors of brand resonance applied in fan behavior fairly well. Each factor plays the mediation role between satisfactions and repurchases behavior; however, the sense of community has no media effect between transaction-specific satisfaction and repurchase behavior.
The hypothesized model support the mediation effect of brand resonance and the direct effect of transaction-specific satisfaction and cumulative satisfaction on repurchase behavior (χ2/df=2.97, RMSEA=.05, GFI=.98, SRMR=0.034). The transaction-specific satisfaction had more influence on repurchase behavior than cumulative satisfaction. The results revealed the professional baseball team should not only improve the image of franchise, but also reinforce the team performance. Besides, the on-site experience such as entertainment atmosphere, excellence of the game, and stadium experience play the important role on fan repurchase behavior. Consequently, the team should focus on the interaction with the fan. The more brand resonance between the team and the fans, the higher effect on fan repurchase behavior.

並列關鍵字

team brand resonance ； transaction-specific satisfaction ； cumulative satisfaction ； repurchase behavior

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